This disarming new PSA for Toronto’s Interval House definitely falls into the latter category:

The happy, Apple-type ad tone quickly contrasts with a scenario of partner control that gets more and more suspicious until it breaks into open verbal abuse (with an implication of physical abuse to come). It’s unnerving, but pretty memorable. And it also does a good job of showing the progression of control through shared smartphone apps.

UNION ECD Lance Martin commented, “When we started this project, we still had a relatively naive conception of the forms that abuse could take – that it was mostly physical or verbal. But as we learned more, we realized how big a role control and surveillance play in abusive relationships. And how smartphones enable that.”